市场营销课程 讲义.docVIP

Sales Marketing Handout No. 3 Family Life-cycle Passage of an individual. (These stages in life are typified by predictable patterns of behavior.) Stage Patterns of behavior Bachelor Stage – young single people Young, single, living away from home with few financial burdens, conscious of style and fashion, recreation-oriented. Young married couples without children Financially better off than they will be in the future. This group has the highest purchase rate of durable item Full nest – young married couples with children Home-buying at a peak, net disposable income severely reduce, less influenced by advertising messages. Full nest – older married couples still with dependent children Improved financial position when wives often return to resume their careers, high average purchase of durable items. Empty nest – older married couples with no dependent children Financially more secure, home ownership at a peak, little interest in new products, increased interest in travel and recreation. Older single people – still working or retired Increasingly concerned with their state of health; retirement causes cut in income and purchases tend to be on essential items. But for separated and divorced couples and second marriages are equally discrete segments of the market with their own particular needs. Having segmented the market, three options present themselves: To ignore the differences in customer needs and develop a product or service which concentrates on the common needs of the potential customers. To recognize the wide range of different customer needs and produce a wide range of products and services, tailored to meet as many of these as possible. To recognize the existence of a wide range of needs of different customer groups, but focus on a narrow range of products and services, aiming for a few chosen groups only. None of the above basic strategies is necessarily better than the other. However, point 3 is often a useful